Hey B-to-B Marketer, You're Doing Content All Wrong

There is probably a point in one's life when you stop having the dream about showing up late and unprepared for your final exam. I'm still waiting. And it doesn't help when cognoscenti like Brent Adamson, principal executive advisor at Gartner, challenge the very definition of marketing—let alone the way most business-to-business brands approach the customer acquisition process. Of course, as the co-author of "The Challenger Sale" and "The Challenger Customer," books that rethinks selling from the ground up, Adamson's words are likely to make any experienced marketers feel like a student again.

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